Paid to Click Site Wants Proof of Identity

There was a discussion on myLot about a Paid to Click program that was asking for what I would consider to be an excessive amount of documentation before it would pay out. The site in question was asking for copies of a utility bill and/or ID before they would make payment.

Now, I cannot think of a good reason for this. I can think of plenty of bad ones, but when Google doesn't require this for their AdSense program, why does this site require it?

Although the program wasn't actually specified by the original poster, it was suggested it was UrOnlineBux and I checked and yes, their ToS does have mention that as a possible requirement for payout. I've ceased activity with the site for the moment.